The Communications Process Noise Sender Message Noise Media

Integrated Marketing Communications The coordination of all forms of marketing communications in a uniform

Marketing Communications Mix Communications Plan Advertising Public Relations Sales Promotion Personal Selling Events/Sponsorship Direct

IMC Integrate marketing communications is taking hold because of: Ø Efficiency and accountability concerns

Communications Strategies Pull Mfg’r Wholesaler Retailer Consumer Push Copyright © 2007 Pearson Education Canada

Budget Determination A variety of methods are used. Ø Percentage of Sales Ø Industry

Influences on Budget Several factors impact on the amount of funds required. 1. Customer

Role of Advertising 1. To influence thought patterns of the target audience in a

Buying Behaviour Stages Awareness Comprehension Conviction When deciding what to buy a consumer passes

Creative Planning Creative Objectives What to say Creative Strategy How to say it Creative

What to Say: Creative Objective Communicating a clear message that customers will quickly understand

Creative Strategy To stimulate interest and desire an advertiser calls upon a variety of

Creative Strategy Ø Sex Ø Testimonials Ø Celebrity Endorsements Ø Character Presenters Ø Demonstrations

Media Planning The challenge is to select the right media to communicate the message

Media Objectives Establishing objectives involves answers to 5 key questions. Copyright © 2007 Pearson

Media Strategy A major challenge is to match the best media with the target

Media Strategy Numerous factors converge with some being more important than others. • Reach

New Media Alternatives Advertisers are questioning the value of traditional forms of advertising and

Media Execution At this stage the specific details of the plan are identified. ü

Public Relations Activity undertaken to influence the attitudes, opinions, and behaviours of various publics.

Some Roles of Public Relations PR makes positive contributions to an organization. 1. Corporate

Corporate Communications A company has to create, build and protect its image. Issue Management

Reputation Management In a time of crisis PR takes centre stage. ü Executives must

Community Relations and Social Responsibility Community Relations Social Responsibility Providing resources to support the

Public Affairs Lobbying A practice that influences policy decisions of governments. Organizations lobby governments

Product Seeding “Placing a new product with trendsetters who influence others to purchase the

Media Relations A good relationship with the media usually results in positive information being

Primary Tools Some communications tools are used routinely while others are used periodically. ü

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Integrated Marketing Communications The coordination of all forms of marketing communications in a uniform program that maximizes impact on consumers and other types of customers. Copyright © 2007 Pearson Education Canada 2

Marketing Communications Mix Communications Plan Advertising Public Relations Sales Promotion Personal Selling Events/Sponsorship Direct / Interactive Evaluation and Control Copyright © 2007 Pearson Education Canada 3

IMC Integrate marketing communications is taking hold because of: Ø Efficiency and accountability concerns Ø A constantly changing business environment Ø Growth in database marketing and CRM Ø Growth and popularity of digital media Ø The synergistic effect of the effort Copyright © 2007 Pearson Education Canada 4

Role of Advertising 1. To influence thought patterns of the target audience in a favourable manner. 2. Assuming a favourable attitude, motivate purchase of a specific brand of product. Copyright © 2007 Pearson Education Canada 8

What to Say: Creative Objective Communicating a clear message that customers will quickly understand is the task. Secret Deodorant “Strong enough for a man but made for a woman. ” Old Spice High Endurance Body Spray “Date women out of your league. ” Copyright © 2007 Pearson Education Canada 11

Media Planning The challenge is to select the right media to communicate the message effectively and efficiently. Traditional Media TV Radio Print Outdoor New Media Internet DVDs Cell Phone PDAs Copyright © 2007 Pearson Education Canada 14

Media Strategy Numerous factors converge with some being more important than others. • Reach • Frequency • Continuity • Coverage • Timing • Media Type Money (the budget) affects all decisions. Copyright © 2007 Pearson Education Canada 17

New Media Alternatives Advertisers are questioning the value of traditional forms of advertising and are trying new options. ü Product Placement ü Branded Content ü Guerilla Marketing Copyright © 2007 Pearson Education Canada 18

Media Execution At this stage the specific details of the plan are identified. ü Evaluation of cost comparisons ü Scheduling specific media (buying the media) ü Budget Summaries (what, where, when) CPM is the cost incurred in delivering a message to one thousand individuals. Copyright © 2007 Pearson Education Canada 19

Public Relations Activity undertaken to influence the attitudes, opinions, and behaviours of various publics. Internal Publics External Publics • Employees • Distributors • Suppliers • Shareholders • Customers • Media • Governments • Community Groups Copyright © 2007 Pearson Education Canada 20

Some Roles of Public Relations PR makes positive contributions to an organization. 1. Corporate Communications 5. Product Publicity 2. Reputation Management 6. Product Seeding 3. Community Relations / SRM 7. Media Relations 4. Public Affairs 8. Fundraising Copyright © 2007 Pearson Education Canada 21

Corporate Communications A company has to create, build and protect its image. Issue Management Where a company stands on an important issue Corporate Advertising Messages to create goodwill or show social responsibility Advocacy Advertising A viewpoint on a public issue Copyright © 2007 Pearson Education Canada 22

Reputation Management In a time of crisis PR takes centre stage. ü Executives must be prepared to act ü Credible and factual messages must be delivered ü Avoiding issue can be disastrous Viagra linked to blindness…ouch! Vioxx recalled from market. Copyright © 2007 Pearson Education Canada CIBC fax fiasco 23

Community Relations and Social Responsibility Community Relations Social Responsibility Providing resources to support the community generates goodwill. Strategic philanthropy by supporting opportunities that benefit company and society. Copyright © 2007 Pearson Education Canada 24

Public Affairs Lobbying A practice that influences policy decisions of governments. Organizations lobby governments to sway policy in favour of their best interests. Copyright © 2007 Pearson Education Canada 25

Product Publicity Getting the brand or company into the news in a favourable way. • Newsworthy information issued by press release • Photos of significant events: brand launches, acquisitions, expansion, etc. Copyright © 2007 Pearson Education Canada 26

Product Seeding “Placing a new product with trendsetters who influence others to purchase the product. ” ü An economical tactic ü Influential with youthful targets ü Creates “buzz” Copyright © 2007 Pearson Education Canada 27

Media Relations A good relationship with the media usually results in positive information being communicated about an organization. Relationships with the media are built on respect, honesty, accuracy and professionalism. Copyright © 2007 Pearson Education Canada 28

Primary Tools Some communications tools are used routinely while others are used periodically. ü Press Release ü Press Conference ü Web Sites ü Publications ü Posters and Displays Copyright © 2007 Pearson Education Canada 29